App Store and Google Play: what to prepare before releasing your app

Before releasing an app, we need store copy and visuals, details about who operates the app and how it handles data, and working access for reviewers. It is best to prepare these materials alongside development.

You can use this overview as a brief for your colleagues. You provide information about the service and make the business decisions; we help prepare the store listing and technical forms. We checked the requirements against Apple and Google documentation on September 26, 2026.

Who is publishing the app, and who is it for?

First, confirm the publisher, countries, languages, target users and price. For client projects, we recommend developer accounts owned by the client, with the development team given access by invitation.

Organization accounts require verification; both Apple and Google also use a D‑U‑N‑S company identifier for standard businesses. Don't leave account setup until release day. Apple enrollment, Google requirements.

For the App Store in the EU, you must declare trader status under the Digital Services Act (DSA). A trader's address, phone number and email are verified and displayed publicly. Prepare contact details intended for publication. Trader requirements.

Copy for the App Store and Google Play

Start with who the app is for, what users can do with it and what they need to use it. Mention requirements such as a company account, a compatible sensor or paid features. Prepare copy for every planned language.

For Apple's keywords, 100 bytes may not mean 100 characters, especially with accented characters. We will check the final version in the console. Sources for the limits: Apple app information, version information, Google Play store listing, release notes.

A clear description of the app's actual features helps with store search, known as ASO. Irrelevant and repeated keywords can cause problems under Google's policies.

Icon, screenshots and video

Prepare a logo or source artwork for the icon and choose the screens that best show the app's benefits. For screenshots, we also need suitable sample data without real customers' personal information.

Screenshots must match the actual app and platform. Recoloring Android screenshots for iPhone is not enough. We prepare the specific dimensions and files according to Apple's specifications and Google Play requirements. Apple takes the icon from the uploaded app.

Contacts, privacy and account deletion

Prepare a support email address and a website with contact information. The App Store requires a Support URL; Google Play requires a contact email. These details may differ from those of the person handling the review. Apple contact details, Google contact details.

Both stores need a link to a privacy policy, also accessible in the app. It should describe the specific service, data, purposes of processing and deletion. Google requires a public web page rather than a PDF, and requires a policy even for apps that do not collect personal data. Apple requirements, Google requirements.

You also need to complete App Privacy for Apple and Data safety for Google. We prepare the answers together based on how the app, server and external services, such as analytics, actually behave. Simply stating "we don't collect any data" is not enough. App Privacy, Data safety.

If the app allows account creation, it must also support account deletion. Apple requires users to be able to initiate deletion in the app; Google also requires a route outside the app through a web link. This process needs to actually work. Apple account deletion, Google account deletion.

What we need to know about the app's content

Prepare answers to a few questions for the store questionnaires:

• What age groups is the app intended for? Can children use it?
• Does it include ads, chat, comments or other user-generated content?
• Does it offer health or financial features?
• Does it use third-party photos, videos or other content that you need rights to?

The answers determine the age rating and other declarations. Specialized apps may need additional materials. On Google Play, you also complete health and financial features forms, even if you are only confirming that the app has none. Preparing for review, health features, financial features, Apple age ratings.

Test access for review

The reviewer needs to try the main features, including restricted or paid sections. Prepare a test account, sample data and brief instructions. Access must not depend on an SMS sent to an employee, an account that may expire or access to the company network. Prepare instructions in English for Google Play. Google access requirements.

For an app that depends on an accessory, we also arrange a demonstration of how it works. Our articles on Bluetooth apps and App Store review explain the context.

Pricing and release date

Decide separately on the download price and paid features within the app. For subscriptions, we need the plans, what they include, their prices, billing periods and any free trials. Sales also require the publisher's agreements, payment details and tax information. Paid distribution with Apple, Google payments profile.

Be aware: an app that has been free on Google Play cannot later be changed to a paid download. Pricing change rules.

For personal Google Play accounts created after November 13, 2023, allow for a closed test: at least 12 testers opted in continuously for 14 days, followed by an application for production access. Testing requirements.

The developer checks the technical build requirements and current account verification status. We recommend allowing time for review and any requests for additional materials; don't tie the campaign date to the first submission.

Checklist: what to send us before publishing

You can collect the materials in one document and a folder of visuals:

• Publisher and markets: company, account status, countries and languages.
• Store listing: copy, logo, selected screens and sample data.
• Contacts and privacy: support, policy, data overview and account deletion.
• Content: target age, ads and any specialized features.
• Review: test access shared securely and instructions.
• Sales: prices, subscriptions and the desired release date.

You don't have to prepare everything on your own. Get in touch, and we will divide the preparation between your team and the developers.